In today’s digital landscape, video is one of the most powerful tools independent schools can use to engage prospective families, attract top talent, and strengthen their brand. But creating high-quality video content requires investment, so maximising your return on investment (ROI) is crucial.
How to Calculate ROI
To measure ROI accurately, use the following formula:
ROI (%) = [(Revenue from video-driven enrolments – Cost of video production) ÷ Cost of video production] × 100
For example, if a school invests £5,000 in a promotional video and can attribute £50,000 in new enrolment revenue to that video, the ROI would be:
[(£50,000 – £5,000) ÷ £5,000] × 100 = 900% ROI
Using analytics from YouTube, Facebook, and Google, you can track these metrics and refine your strategy.
Here are five strategies to ensure your video content delivers real value.
Create the Right Types of Video Content
Not all videos are equally effective. Schools should focus on the content that performs best, such as:
- Virtual Tours – Offering an immersive look at your campus for prospective families.
- Student & Alumni Testimonials – Building trust and showcasing the impact of your education.
- Day-in-the-Life Videos – Giving prospective students an authentic feel of your school community.
- Event Highlight Reels – Sharing key moments from open days, performances, and sports events.
- Teacher Insights – Providing educational thought leadership and introducing staff.
These types of content resonate with audiences, drive engagement, and encourage enrolments.
A high-quality, cinematic brand film can also be a game-changer for independent schools. These professionally produced videos capture the essence of the school’s ethos, culture, and unique offerings in a visually compelling way. They can be across multiple platforms, including:
- TV Adverts and Cinema Commercials – Reaching a wider audience and reinforcing brand prestige.
- Homepage Films – Serving as a powerful introduction for prospective families.
- Admissions Events – Making a lasting impression on open day attendees.
Investing in a polished brand film enhances your school’s reputation and provides versatile content that can be repurposed across multiple platforms, maximising ROI.
Here’s a brand film we worked on for Croydon High which is used on their website, at open events and was also screened in both local cinemas and across Sky Adsmart’s network.
Increase ROI with Smart Optimisation Strategies
To ensure maximum returns, consider these video marketing best practices:
- Include strong calls-to-action (CTAs) – Direct viewers to book a tour, visit your website, or contact admissions.
- Use SEO-friendly titles, descriptions, and tags – Help your videos rank higher in search results.
- Optimise video length – Keep school promo videos under two minutes for maximum impact.
- Create eye-catching thumbnails – A compelling thumbnail increases clicks and views.
Promote, Distribute and Repurpose Content
A well-planned distribution strategy ensures your videos reach the right audience and maximises your return-on-investment
- Leverage multiple platforms – Share videos on YouTube, Facebook, Instagram, LinkedIn, and your website.
- Send videos via email marketing – Embed them in newsletters to engage prospective parents.
- Repurpose content – Turn a long-form interview into short clips for social media.
- Use paid advertising – Target specific demographics with YouTube and Facebook ads.
Adopt a Long-Term Video Strategy
Independent schools should follow the Hero, Hub, Help model:
- Hero content – High-production videos (e.g., promotional films) that make a big impact.
- Hub content – Regular, engaging content (e.g., vlogs, student stories) that keeps audiences connected.
- Help content – Informational videos (e.g., FAQs, admissions tips) that address key questions.
Optimise Your YouTube Channel
YouTube is the second-largest search engine and an essential platform for showcasing your school’s video content. To maximise your return on investment, follow these best practices:
- Use keyword-rich titles and descriptions – Ensure your videos are easily discoverable by prospective parents searching for relevant content.
- Create custom thumbnails – High-quality, engaging thumbnails increase click-through rates and boost views.
- Organise content into playlists – Group similar videos together (e.g., virtual tours, student testimonials, and event highlights) to keep viewers engaged.
- Add clear CTAs – Encourage viewers to subscribe, visit your website, or book a school tour.
- Leverage YouTube Shorts – Short-form videos can increase engagement and attract a wider audience.
- Engage with your audience – Respond to comments and encourage discussions to build community.
- Track performance with YouTube Analytics – Monitor watch time, audience retention, and conversion rates to refine your strategy.
In conclusion …
By focusing on the right types of content, measuring performance, optimising distribution, and adopting a strategic approach, independent schools can maximise the ROI from their video efforts. Video is not just a marketing tool—it’s a powerful way to connect with families and showcase the essence of your school.
